Dave McCaughan recently contributed to the RW Connect about an interesting concern regarding market research–the neglect for consumers over 65 years old. In his poignant yet insightful article, Dave McCaughan pointed out the tendency of market research to just place the 65+ population into one big lump. He shared how this attitude could be problematic. Dave pointed out that the aging population represents 20% of the consumers and that there is much to be learned from the shopping habits and content preferences of this demographic.

Being the thought leader and storyteller that he is, Dave McCaughan made his point clear as he urged market researchers to “get a sample of that size and then break it down just as you do those younger.”

Dave McCaughan is an advertising and marketing expert who has been working in strategy planning and communication campaign development for the last three decades as a part of McCann, one of the world’s largest advertising and communication companies.

Currently based in Bangkok, Dave continues to be a speaker and marketing commentator in Japan, Hong Kong and other parts of Asia. His extensive experience in working in advertising has led him to be known as a thought leader in youth marketing and influence of media changes on the society.

Dave has talked at over 500 conferences globally and has been a regular columnist for journals like Advertising Age, Japan Close-Up, Mumbrella, Camoaign Asia and is about to start regular columns for Japan Consuming. He is a board member and contributor for ESOMAR’s Research World and leader of BIBLIOSEXUAL , a consultancy that brings together his long term passion for understanding the interaction of people and media with brands and stories.